1. 1st April 2011
This week: From the blog: Media Agency of the year
The latest insights and analysis of search
twitter.com/MindshareIRL
m-insights.blogspot.com
A few words from Emma O’Doherty
The latest TV and search information youtube.com/MindshareIRL
Mindshare: Media Agency of the year
by Bill Kinlay
Last night Mindshare swept the board at the inaugural Media
Awards; which recognise and reward excellence in media; and
Mindshare certainly delivered on the expectation.
Mindshare was shortlisted in no less than six separate
categories with eight entries.
The night started off well with a win in the first category, for the Bord Gáis Energy campaign The Big Switch. It
won Best Use of Media – Large Budget. News International Newspapers won the Best Sales Initiative – Large
Budget, for Ford Fiesta. Both are Mindshare clients.
Mindshare was then delighted to be crowned Media Agency of the year.
On stage to collect the award were Bill Kinlay and Emma
O’Doherty. Bill took the opportunity to thank the team at
Alchemy Events for organising the function and for re-
introducing media awards to Ireland. Bill also thanked the from the blog
Mindshare clients for their business, the media owners for their
Moves in Mindshare
support in doing great work and, most of all, the Mindshare
by Bill Kinlay
staff for being an outstanding team.
Read here.
The evening was then finished off with Mindshare winning the Google stepping into... Fashion?
Grand Prix for the Bord Gáis Energy The Big Switch by Rachel Ray
campaign. In true media party style, Mindshare celebrated Read here.
through to the small hours.
Axa launches Facebook deals in Ireland
A fantastic night was had by all. by Ciaran Norris
Read here.

2. INSIGHTS &
ANALYSIS Boat Race iPad 2
GOOGLE
TRENDS
Search Trends
1ST APRIL 2011
This week Google Doodles has resulted
in us reading up on Harry Houdini. His
anniversary has just passed and was
commemorated by the search engine.
Incidentally, the magician’s assistant
Dorothy Young, died on Sunday aged 103.
Nuclear Contamination
Maybe it was due to the boat scene in
the movie The Social Network, but for some
reason this year a lot of Irish have been
googling the Oxford and Cambridge boat
race. Between that, the Queen’s visit and
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and
the upcoming royal wedding, perhaps we’re
being a little more open to our neighbours
trends of information people are across the pond.
23rd March - 30th March searching for over certain time periods.
In the world of media, we’ve all been
jealously google-ogling the iPad 2. Yes, Jobs
is probably giggling away to himself at
harry houdini Breakout 1500%
home with the iPad 3 in his hand but we
boat race 1100% really can’t help ourselves all the same.
The terrible saga of the Japan
f1 150%
earthquake continues and the nuclear threat
ipad 2 110% doesn’t seem to be going away any time
soon. The latest news story is that seafood is
apple store 80% now contaminated.
euro millions 80%
There has also been an interest in the
2011 census. We have a blog post on the
ipad 70% insights and oversights which you can check
out here. You can also participate in
bbc weather 60%
TodayFM’s alternative census here.
census 60% Rising searches are based on the increase in volume from a
base volume seven days ago. When ‘Breakout’ is recorded,
euromillions 60% the base figure was too low to record them.
Rising News Searches (last 30 days) Rising Image Searches (last 30 days)
1st March - 30th March 2011 1st March - 30th March 2011
earthquake japan japan earthquake
charlie sheen elizabeth taylor
nuclear charlie sheen chris brown
cheltenham japan tsunami
japan tsunami st patricks day
japan cricket
shamrock
fearne cotton
japan nuclear tsunami

3. Emma O’ Doherty, Managing Director Top Searched Products of
What is your role in Mindshare? the last 12 Months
I've just taken over as Managing Director. 1 iphone 4 NEW
Twitter or Facebook? 2 kinect NEW
Twitter; for me personally its more valuable - 3 htc desire NEW
news, information sharing, banter.
4 ipad NEW
Desert island scenario, what are you bringing
5 samsung galaxy NEW
with you?
My phone (yes I'm assuming there is coverage 6 air compressor NEW
and a power supply), sun cream and the
7 droid NEW
guitarist from Spring Break with his wind machine!
8 amazon NEW
Do you think people will become more private or give up on privacy due to
social media? 9 argos NEW
Social media has blurred the lines between home life, work life, neighbours etc.
10 calculator NEW
Censorship of our own lives is the growing concern - what I want to share with
my mates might not be for the eyes of my parents or employers; but how do I
control this in social media? People want to share, but at varying degrees; our ‘Apple’ most searched in...
lack of respect for other people's privacy will really dictate what people choose 1. Hong Kong 6. Canada
to do.
2. Singapore 7. United Kingdom
3. Australia 8. United States
Read more about the changes in Mindshare here.
4. New Zealand 9. Taiwan
family guy 5. Ireland 10. Switzerland
cbeebies
+40%
+80%
Rising Entertainment
bbc cricket
last 7 days vs. previous 7 days
+190%
daft.ie
taylor swift
+40%
+150%
96fm
Breakout
britney spears
+90%
sile seoige
+250% jackie chan
Breakout
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights. The data is owned and curated by Google, but available for public access.
For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

4. TV News Top TV Advertisers 14th - 21st March 2011
1,545
Conrad Gallagher joins TV3 in the brand new
programme, ‘Head Chef’ which gives eight kitchen 907
hopefuls the chance to become Ireland's head chef. 643 591 564
435 433 414 400 391
Airs Friday 8th April on TV3.
Live championship coverage of Spurs V Real Madrid at
G er er m y d d ar od
s al
7.30pm on TV3 on Tuesday 5th April. P& ilev kis co Sk lan lan Sp fo re
Un en
c Eir re re t er L’O
tB eI nI as
stl ke
c kit Ne ine M
Ian Dempsey will appear on the Restaurant this week at Re He
7.30pm on RTE1 on Sunday 3rd April. Top 10 Brands 7th - 13th March 2011
375 360 355
A TV3 special presented by Mark Cagney takes a look
266 265 264 257 252 241
at Ireland's biggest scandals throughout the years on 219
TV3 at 10.00pm on TV3 on the 8th April
Roof top Rainforest will be broadcast on Sky1 HD on
the 4th and 5th of April as part of Rainforest week with d A s ile s s ey t ry
C
lan RS es n ow igh r
UP re inn ob Di
xo all on sL be
a line up of programmes scheduled to raise public eI Gu
M M M or ck
ilt 3
co
b O
2
Co Bla
Fa Ja ne
awareness for the issues facing our planet today. fo
da
Vo
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
RTE News 9 22.5 Six Nations Rugby 14.8
Desperate Housewives 21.1 Desperate Housewives 11.2
Dragon’s Den 17.6 Coronation Street 20 10.1
Ireland Talent Show 17.5 Fair City 9.3
Fair City 17.2 The Late Late Show 9.7
Coronation St 16.6 RTE News at 9 8.9
Late Late Show 16.4 Eastenders 8.9
From Here to Maternity 15.9 The Late Late 2 8.8
Greys Anatomy 15.1 Greys Anatomy 8.8
Two Weeks Notice 14.4 The All Ireland Talent Show 8.7
Sponsorship Availability
A sponsorship opportunity has arrived for Celebrity Salon 2 sponsor for Friday Late With Vincent Brown and Celebrities
on TV3. TV3 Media Sales are also currently seeking a Go Racing - which starts in July.
Roof Top Rainforest Ian Dempsey - The Restaurant
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.
For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300

5. Photos from the Media Awards
Bill Kinlay thanks hosts, clients Dave Bruen takes to the stage
and suppliers and Mindshare
team